Customer Relationship Management
Price Per Participant: USD 900
Customers are facing abundant choices, time starving, communicating real-time with friends, concerned about privacy, yet demanding personalized service! Welcome to the Segment of One!
What should hoteliers do?
Hoteliers could start by turning guest history and transaction data into customer intelligence. Based on customer intelligence and updated information found on platforms such as social media, hoteliers could provide truly personalized service to customers. Personalized service strengthens attitudinal loyalty and customer engagement. This module will focus on how hoteliers could touch individual customer’s heart, and their hotel become that customer’s one and only hotel choice.
By the end of the Module, participants will be able to:
Recognize the urgency to implement a CRM strategy to stay competitive
Identify critical success factors and value drivers for a successful CRM program
Identify the key performance indicators to monitor CRM performance
Assess the current situation in the company to optimize a CRM program
Develop goals and identify priority of implementing a CRM program
Serve as a CRM champion in the company.
Shift mindset from transactional marketing to relational marketing
Get ready to face the era of the segment of one
Interactive discussions, lecture-presentations, group work and case studies.
Meng-Mei "Maggie" Chen
an assistant professor in Marketing at Ecole Hoteliere de Lausanne. Her research interests are online consumer behaviour, customer relationship management, channel management, and the hotel industry.
She has worked in Taiwan, the US, Puerto Rico, and has been in Switzerland for the past 12 years. Her hospitality industry experiences include various positions in travel agencies, hotels, and a casino.
Her understanding of finance and hotel operations brings rigors to her marketing thinking. She leverages her sense and sensitivity from her cross cultural experiences to deliver unique insights.